For many companies that “try out social media,” it ends up being a bust. In other words, it’s common for companies to invest a lot of man hours only to see little return for their time and money. On the other hand, businesses that know how to work their social media platforms often see extremely high returns, sometimes propelling their businesses to completely different levels. Why is that?
Here are some of the main reasons why social media doesn’t work for a lot of companies and how you can avoid these pitfalls.
Poor Link Between Site & Social
Your #1 promotion avenue for your social media is your own website. Many businesses make the mistake of not properly advertising their social media platforms on their main site.
Place a Facebook widget that shows up many followers you have on your main site. Or come up with some sort of promotion that ties in to getting “Liked.” Find ways to directly advertise your social media to your visitors, rather than just promote it as a second thought.
The most powerful thing you could have going for your social media marketing is a bunch of raving fans who regularly share your materials and get their friends to like and share your materials as well.
Are you paying attention to your most loyal fans? When they @reply or @mention you, do you respond to them directly? Do you contact them first before you launch products? Do you have personal relationships with them?
Your big fans are what will make or break your social media efforts. With them, you’ll be able to launch just about any kind of initiative and succeed. Without them, you’ll be pushing a ball uphill.
Not Getting Adequate Web Traffic
Starting up a Facebook fan page won’t do you any good if you can’t drive web traffic to that page. If you’re not getting enough traffic, that’s a big area of your business you need to focus on before you can expect real results from social media marketing.
Do some Search Engine Optimization (SEO) to try and get your website to the top of the search engines. Do joint projects with other businesses that have email lists to expose their audience to you materials. Spend some money on Pay Per Click traffic to give your brand a boost.
If you’re not building an email list yet, start building an email list. An email list allows you to get people who come to your website to come back time and again. It can also be a big source of traffic for your social media outlets.
Get more traffic first, then direct that traffic towards your social media.
So, you have 100,000 followers. But what does that actually mean in terms of bottom line?
One of the biggest mistakes and pitfalls social media marketers make is not having a clear monetization strategy. If you can’t monetize your fans and followers, then naturally you’re not going to so a return on investment.
Do you have clear call to actions in your posts and your tweets? A call to action is when you tell someone what to do – “Click this link,” “Watch this video,” “Buy this product” and so on.
One of the most effective ways to promote through social media is to use lead generation landing pages. Instead of trying to get people to buy a product right then and there, ask for people who’re interested. Then call them, mail them or email them.
Come up with some sort of sales funnel that’s geared specifically towards social media. This will help you turn your traction into real money.
These are the most common pitfalls companies make in social media. If you’re making any of these mistakes, it’s only natural that you won’t see the kind of return you’d hope for in a business initiative. Begin by funneling enough people into your funnel, then make sure you have a solid system for collecting leads and monetizing them. Once you do that, your ROI will quickly skyrocket.